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© COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Jon D’Angelo, Abila
Vivian Swertinski, Informz
OPEN, CLICK, CONVERT
IMPROVE YOU...
2 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
LOGISTICS
 Audio is available through
your computer or by calling
(855) 246-...
3 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MEET THE PRESENTER
Vivian Swertinski
Sr. Digital Marketing Strategist, Informz
4 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
AGENDA
Review key metrics from
2015 Association Email
Marketing Benchmark
Rep...
5 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
• 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12...
6 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
YEAR OVER YEAR TRENDS
7 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
EMAIL OPEN DURATION
8 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
How to get more
OPENS, CLICKS, CONVERTS
9 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
A WINNING COMBINATION….
Friendly From
Subject Line
Time of day
Pre-header Text
10 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
TESTING IS THE KEY TO SUCCESS!
11 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MONTHLY NEWSLETTER TEST
 Organization’s Name
 Individual’s Name
12 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
From: Girl Scouts of Connecticut
News from our CEO
From:...
13 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby
14 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby
21% ...
15 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby
21% ...
16 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
NEW CAMPAIGN – STRATEGIC PLAN
17 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
 Friendly From Name (Organization or Individual’s Name)
 Subject Line: Fir...
18 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Chris, 2 Steps and You’re Back! Sign up for class today!
19 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Sign up for class todayChris, 2 Steps and You’re Back!
20 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Sign up for class today
28% 24%
Chris, 2 Steps and You’r...
21 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Sign up for class today
28% 24%
Chris, 2 Steps and You’r...
22 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’r...
23 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’r...
24 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’r...
25 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
 Friendly From: Individual Name
 Personalization – First Name
 Play on Wo...
26 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
 Friendly From: Individual Name
 Personalization – First Name
 Play on Wo...
27 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
SUCCESS IS IN YOUR DATABASE
28 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
WINNING COMBINATION
29 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
WINNING COMBINATION
30 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
WINNING COMBINATION
29% Click Rate
31 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MOBILE TRENDS
32 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
EMAIL CLIENT – KEY FINDINGS
33 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MOBILE USAGE
34 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MOBILE FRIENDLY
Desktop Display
Mobile Display
35 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MOBILE FRIENDLY
Desktop Display
Mobile Display
36 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
EMAIL VOLUME AND SEND TIME
37 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
“I am beginning to think we send way too many emails”
“How many emails a wee...
38 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
GIVE ME CHOICES, NOT JUST GOODBYE
WHAT YOU NEED TO KNOW
Number of emails su...
39 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
40 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
41 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
METRICS BY MONTHLY SENT VOLUME
42 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
METRICS BY MONTHLY SENT VOLUME
43 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
KEY FINDINGS: DAY OF WEEK
44 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
KEY FINDINGS: DAY OF WEEK
45 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
PERSONALIZE THE DELIVERY OF YOUR EMAILS
Use Send Time Optimization Tool
Send...
46 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
GIVE ME CHOICES, NOT JUST GOODBYE
SUBSCRIBE OR UNSUBSCRIBE
47 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
48 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
49 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
50 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
51 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Q & A
Please type your question
into the chat box.
Contact Jon D’Angelo
Jon....
52 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
THANK YOU
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Open, Click, Convert - Improve your email marketing with data

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Email marketing is one of the most powerful tools in your marketing toolbox. Better engage your members and prospects by understanding the data behind successful email marketing. Hosted by Abila and rooted in the Informz 2015 Association Email Marketing Benchmark Report, check out this webinar to learn five best practices for your email strategy.

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Open, Click, Convert - Improve your email marketing with data

  1. 1. © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Jon D’Angelo, Abila Vivian Swertinski, Informz OPEN, CLICK, CONVERT IMPROVE YOUR EMAIL MARKETING WITH DATA
  2. 2. 2 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA LOGISTICS  Audio is available through your computer or by calling (855) 246-3152, Access Code 88696713.  Q&A is through the chat box.  The recording and slides will be emailed to you tomorrow
  3. 3. 3 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA MEET THE PRESENTER Vivian Swertinski Sr. Digital Marketing Strategist, Informz
  4. 4. 4 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA AGENDA Review key metrics from 2015 Association Email Marketing Benchmark Report. Share real marketing examples of what has worked for other organizations. New idea or tactic to employ into your email marketing programs.
  5. 5. 5 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA • 5th consecutive year produced • Over 1,300 Associations and Nonprofits • 12 months of data • Over 1 billion emails • US, Australia, New Zealand, Canada, UK
  6. 6. 6 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA YEAR OVER YEAR TRENDS
  7. 7. 7 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA EMAIL OPEN DURATION
  8. 8. 8 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA How to get more OPENS, CLICKS, CONVERTS
  9. 9. 9 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA A WINNING COMBINATION…. Friendly From Subject Line Time of day Pre-header Text
  10. 10. 10 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA TESTING IS THE KEY TO SUCCESS!
  11. 11. 11 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA MONTHLY NEWSLETTER TEST  Organization’s Name  Individual’s Name
  12. 12. 12 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B From: Girl Scouts of Connecticut News from our CEO From: Mary Barneby News from our CEO
  13. 13. 13 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B From: Girl Scouts of Connecticut From: Mary Barneby
  14. 14. 14 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B From: Girl Scouts of Connecticut From: Mary Barneby 21% 36%
  15. 15. 15 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B From: Girl Scouts of Connecticut From: Mary Barneby 21% 36%
  16. 16. 16 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA NEW CAMPAIGN – STRATEGIC PLAN
  17. 17. 17 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA  Friendly From Name (Organization or Individual’s Name)  Subject Line: First Name Personalization  Subject Line: Play on Words  Content longer vs shorter WIN BACK CAMPAIGN
  18. 18. 18 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Chris, 2 Steps and You’re Back! Sign up for class today!
  19. 19. 19 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Sign up for class todayChris, 2 Steps and You’re Back!
  20. 20. 20 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Sign up for class today 28% 24% Chris, 2 Steps and You’re Back!
  21. 21. 21 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Sign up for class today 28% 24% Chris, 2 Steps and You’re Back!
  22. 22. 22 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In! SUBJECT LINE CHALLENGE
  23. 23. 23 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In! SUBJECT LINE CHALLENGE 45% 41%
  24. 24. 24 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Version A Version B Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In! 45% 41% SUBJECT LINE CHALLENGE
  25. 25. 25 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA  Friendly From: Individual Name  Personalization – First Name  Play on Words – 2 Steps and You’re Back!  Content – Longer was better  Re-Target Non Openers WIN BACK CAMPAIGN RESULTS
  26. 26. 26 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA  Friendly From: Individual Name  Personalization – First Name  Play on Words – 2 Steps and You’re Back!  Content – Longer was better  Re-Target Non Openers 800+ Members Renewed WIN BACK CAMPAIGN RESULTS
  27. 27. 27 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA SUCCESS IS IN YOUR DATABASE
  28. 28. 28 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA WINNING COMBINATION
  29. 29. 29 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA WINNING COMBINATION
  30. 30. 30 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA WINNING COMBINATION 29% Click Rate
  31. 31. 31 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA MOBILE TRENDS
  32. 32. 32 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA EMAIL CLIENT – KEY FINDINGS
  33. 33. 33 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA MOBILE USAGE
  34. 34. 34 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA MOBILE FRIENDLY Desktop Display Mobile Display
  35. 35. 35 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA MOBILE FRIENDLY Desktop Display Mobile Display
  36. 36. 36 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA EMAIL VOLUME AND SEND TIME
  37. 37. 37 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA “I am beginning to think we send way too many emails” “How many emails a week should we send?”
  38. 38. 38 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA GIVE ME CHOICES, NOT JUST GOODBYE WHAT YOU NEED TO KNOW Number of emails subscribers receive in a month Impact on open rates Impact on email unsubscribe rate
  39. 39. 39 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
  40. 40. 40 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
  41. 41. 41 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA METRICS BY MONTHLY SENT VOLUME
  42. 42. 42 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA METRICS BY MONTHLY SENT VOLUME
  43. 43. 43 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA KEY FINDINGS: DAY OF WEEK
  44. 44. 44 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA KEY FINDINGS: DAY OF WEEK
  45. 45. 45 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA PERSONALIZE THE DELIVERY OF YOUR EMAILS Use Send Time Optimization Tool Send based on individual subscriber open history.
  46. 46. 46 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA GIVE ME CHOICES, NOT JUST GOODBYE SUBSCRIBE OR UNSUBSCRIBE
  47. 47. 47 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
  48. 48. 48 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
  49. 49. 49 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
  50. 50. 50 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
  51. 51. 51 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Q & A Please type your question into the chat box. Contact Jon D’Angelo Jon.Dangelo@abila.com Contact Vivian Swertinski Swertinski@informz.com Slides and the recording will be emailed to you tomorrow. Abila provides software and services to associations and nonprofit organizations and governmental entities that help them: improve decision making execute with greater precision increaseengagement generatemorerevenue
  52. 52. 52 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA THANK YOU

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